"The objective is to create awareness and excitement," said Rakshit Hargave, chief of marketing at Dominos Pizza India. "This pizza is unique, as it has a layer of cream cheese between two thin crusts. Right now, the campaign is only on Rediff.com. Rediff is the most popular horizontal portal and is a good place to start."
The online programme targets socio-economic class A and above, in the 18 to 35 age group in metropolitan cities.
The campaign follows Domino's latest month-long corporate offer on portal Agencyfaqs.com, which offered discounts on bulk buying. "The portal is mainly for marketing industry and consumer-oriented news," said Hargave. "The objective is to distribute online coupons through this office-led campaign."
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